Great case study for hybrid methods: the ASX Share Ownership Study

The ASX has released the latest edition of the bi-annual Australian Share Ownership Study, which had been a CATI study for over a decade. The quantitative stage is a long population-based survey - and it had become quite clear that CATI on its own was no longer a feasible method. So what to do?


The research for the study was conducted by Creative Catalyst Insights, who invited me to join in the project, as had been the case in previous years. Working with a great team at ASX, we ran a CATI study and an online study side-by-side.

While we knew we could reach people on mobiles as well as land lines, the questionnaire itself was not suitable for phone-based mobile research. However, we were concerned about the risks of moving an established tracking study from CATI to online because it was clearly important that the sample for the online panel include a cross-section of all types of share investors.

The CATI survey acted as the Control. The CATI questionnaire included only the key incidence questions.

The online survey also included the incidence questions, as well as questions about investment types, distribution, media use and attitudes to investing.

We were able to use the Control data collected by CATI to weight the online sample. On this basis, we can confidently state that the incidence of share investing in Australia is 36%, down from 38% two years before. 


There are some fascinating insights here about investing in shares and managed funds and in listed investments like warrants that will be useful to anyone in investor relations. You can find the report here. Enquiries to This email address is being protected from spambots. You need JavaScript enabled to view it. or This email address is being protected from spambots. You need JavaScript enabled to view it.

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